McCann's Dumb Ways To Die adds to the trophy collection with a win at the ACES
It's been another hugely successful night for McCann Melbourne who have collected another award for their Metro Trains campaign Dumb Ways To Die, taking out the ACE of Excellence at the Australian Creative Excellence Showcase (ACES).
The ground breaking Dumb Ways To Die which uses entertainment in place of shock tactics has changed perceptions of ads in the category. It became a viral hit within 24 hours of release and soon after became a world-wide internet phenomenon. The success of the campaign continued to elevate as the full 3 minute version of the ad appeared in cinemas throughout Melbourne, entertaining audiences and capitalising on cinema's unrivalled impact and engagement, an ideal environment for Metro Trains to broaden their reach and exposure.
Communications Director of McCann, Andrea Sophocleous said, Metro Trains were brave clients who were open to our out of the box thinking and were excited to work with us to create a big idea that we knew would get cut through.
The ACES attracted a particularly high caliber of entries. The top 3 ACES finalists included DDB's Reward Saver Wedding campaign for client Westpac, Clemenger BBDO's Time To See Australia campaign for client Great Southern Rail and McCann Melbourne's winning entry for Metro Trains campaign Dumb Ways To Die.
It was great to see so many more people enter the ACES said ACES Jury Chairman and BWM's Executive Creative Director Rob Belgiovane. But while most entries were of a very high standard, Dumb Ways To Die was clearly well ahead of the pack. So often "safety" messages are based on graphic footage of bad accidents, so a sweet song with child like animation is such a fresh approach for a serious issue that it was impossible to ignore. Congratulations to all the finalists.
The ongoing support from creative agencies has made the ACES a distinguished platform that recognizes and rewards the exceptional creative work that is being produced in Australia.
Val Morgan CEO Damian Keogh said The ACES have gone from strength to strength and this event has certainly been our most successful with brilliant creative entered from a number of high profile brands. The unique thing about the ACES is that those that haven't had their creative played in cinema get to see it on the best screen possible the cinema screen.
March ACES Finalists:
Title of Entry
Client
Company
Surfin Santas
Aldi
BMF
The Best Thing Since Games Were Invented
Evocca College
Engine
House Of Sparkling
Yellowglen
The Monkeys
Dumb Ways To Die
Metro Trains
McCann
Reward Saver - Wedding
Westpac
DDB
Time To See Australia
Great Southern Rail
Clemenger BBDO
Mamia Baby Faces
Aldi
BMF
Somewhere
Animals Australia
FSM
Hows Your Form?
Tabcorp
BWM
Tick
Sensis
Finch
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McCann's Dumb Ways To Die adds to the trophy collection with a win at the ACES 
